Account Based Marketing LinkedIn: Use Engagement Level

Account based marketing LinkedIn campaigns can be powerful — if you understand how to measure them. Whether you’re just starting or preparing your first ABM push, one metric comes up quickly: LinkedIn’s Engagement Level. But what does it actually mean, and how should you interpret it?

In this post, we’ll explain how the Engagement Level is calculated, why it often misleads, and how to interpret it effectively by combining it with CRM insights.

What Is Account-Based Marketing on LinkedIn?

ABM aligns Marketing and Sales to target high-value accounts with personalised campaigns. LinkedIn plays a key role in account based marketing because of its unique features:

• Company- and role-level targeting
• Buyer intent insights and job-change tracking
• Access to Company Engagement Reports

That’s why LinkedIn helps marketers connect campaigns to real buyers. However, measuring impact can be tricky — especially in account based marketing LinkedIn campaigns.

How LinkedIn Engagement Level Affects Account Based Marketing

LinkedIn assigns an “Engagement Level” to each account based on their interaction with your content. Scores range from “Very Low” to “Very High.” However, it’s not just about how many people engage — it depends on how impressions and engagements are weighed.

How Engagement Level Is Calculated

At first, we couldn’t figure it out. Some accounts with minimal interaction showed “Very High” scores, while others dropped to “Very Low” during high-performing campaigns.

Eventually, we ran our account based marketing LinkedIn data through ChatGPT and discovered the pattern.

Here’s the core insight:

• LinkedIn reviews paid and organic engagement separately
• The channel with the most impressions gets more weight in the final score

In other words:

• Just one like on 10 organic impressions can result in a “Very High” score
• Hundreds of clicks on 40,000 paid impressions with low CTR may still lead to a “Very Low” score

Real Campaign Examples

Very High… with 10 Impressions?

We once saw an account receive a “Very High” score with just 10 impressions and 3 engagements. Although the rate looked great, it clearly didn’t reflect real traction.

Very Low… During a Brand Push?

Another account dropped to “Very Low” while we ran a brand campaign that delivered 20,000 impressions. The engagement rate sat around 0.4%. The campaign was doing its job, but the score didn’t reflect that.

Organic Signals Got Buried

Some of our key decision-makers engaged organically. However, their activity barely moved the score because the majority of impressions came from paid media. That valuable organic signal got buried.

Audience Expansion Hurt Our Score

To hit LinkedIn’s minimum audience size, we expanded beyond our core personas. That helped campaign delivery — but reduced relevance. As a result, engagement dropped and so did the score.

Why Account Based Marketing LinkedIn Campaigns Need Context

Engagement Level can be helpful, but only if you interpret it in the right context. Without that, the score can mislead you.

• Small volumes can skew high — even if the audience is not strategic
• Large reach can lower the score — even if you engage the right people
• It hides who engaged — which matters most in ABM

What to Track Beyond Engagement Level in Account Based Marketing LinkedIn

• Impression volume by channel (paid vs. organic)
• Engagement rate per format
• Titles and departments of engagers
• Pipeline stage of the engaged account
• Sales activity triggered by marketing engagement

Our Approach at InsightSync

We now combine LinkedIn Engagement Level with CRM activity — so Marketing and Sales look at one shared source of truth.

• We know who engaged and where
• We track which activities led to follow-up
• We see movement across the funnel in real time

As a result, both teams understand account-level momentum and can take action with confidence.

Final Thoughts

If you’re running account based marketing LinkedIn campaigns, don’t rely on a single number to evaluate performance.

• Context always matters more than a static label
• Engagement Level highlights interaction — but not buying intent
• You need CRM data to see the full picture

Instead of asking, “Is this a good score?” ask, “What’s driving the score — and what’s missing?”